Sam Adams to Solventless: Paul Weaver Unpacks Boston Beer's Cannabis Playbook

Blunt Business welcomes back Paul Weaver, Director and Head of Cannabis at the Boston Beer Company, to Blunt Business to discuss the expansion of their Emerald Hour cannabis line, which now includes cocktail-inspired THC gummies made with live rosin, launching in Ontario and Alberta following last year's beverage debut. Paul explained the company’s bifurcated cannabis strategy, focusing on Teapot for mainstream consumers and Emerald Hour for experienced users, capitalizing on the gummy category's larger market size compared to beverages. We also covered the market validation of cannabis beverages, the high-growth demographics of younger consumers and women driving sales, and the importance of national regulation—rather than prohibition—for a sustainable industry amidst challenges from groups like the Beer Institute.